Pepsi commercial with kids mask sachin and Prahlad kakkar

Noted Ad Maker Prahlad Kakkar was in Manipal last month to give a talk on Advertising, at Manipal Institute of Communication’s annual communication Festival, article19.

Prahlad focused his talk on explaining the difference between an idea and an insight, while conceptualizing an advertisement campaign. He gave examples of Liril Soap, Maggy Tomato ketchup and many more. In this post I’m sharing few behind the scene information Prahlad Kakkar shared with the audience about an old Pepsi commercial showcasing street kids with a mask, which he directed.
  • Since street kids do not have the affordability to buy a Pepsi, he was under pressure to use professional child artists or rich kids. But Prahlad insisted that the insight is not to promote Pepsi, but promote the aspirations (Yeh Dil Mange More!)
  • The kids never knew that Sachin Tendulkar will be there in the ad. They came to know about it only when they found him behind the mask. Hence the expression of surprise on their face was natural. “I told cameraman- you HAVE to get this shot right, because we can never have a retake of this, as element of surprise will be lost”- Prahlad recalls.
  • The song used in the ad (Chodke bandhan, todke taalE…), and the video individually weren’t that great. But their combination made it deadly. That is how you make 2+2 as 22- Explained Prahlad Kakkar.
Prahlad also shared some more info about brand Pepsi- how it reached number one position in India while worldover Coca Cola was leading with over 60% market share and how recent Pepsi ads (Yeh Youngistan…) are failing to provoke interest. (he says telling young people that you’re Young is like telling the obvious and has nothing inspiring in it)

Overall it was a very good session. Also Read: Sandhya Ravishankar's workshop on Broadcast Journalism

3 comments:

Abhishek Mehra said...

cool man....it must have been great to actually listen to the man !!
btw did he also talk about the potshots that pepsi and coke take at each other....most recent one being....yeh hai youngistan meri jaan (pepsi) and yeh hai hindustan meri jaan(sprite-coke)?

Shrinidhi Hande said...

Hi Abhishek,

Yes, it was good to listen to him... his vast experience transforming into a very interesting talk.

Yes, he did speak a bit about Pepsi Coke Rivalry..

Thanks

Anonymous said...

he is rightly cld d ag guru...
can u specify d cmmnts he gave on coke pepsi rivalry..